Social media is fueling a complaint culture, researchers say

10/19/2012 | Financial Post (Canada)

It's easier than ever for consumers to air a grievance against a company because social tools often remove consumers' sense of embarrassment, researchers say. A study found that consumers were more likely to complain when they knew that they -- not the product or company in question -- were truly to blame for the problem at hand. "In today's society, consumers are likely to complain given any opportunity, regardless of who is to blame," the study found.

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